How to design a killer summer PR internship program

Now that we have our own interns, it’s time to design a program for aspiring public relations professionals that falls into the amazing category. It requires a delicate balance: It not only has to be designed to alleviate some of your work, but also has to challenge them, hone the skills they’ll need to succeed and inspire them to continue.

In other words, it has to be a kick-ass program.

1. Evaluate you and your colleagues’ internships. Why did you value one internship more than another? What was the coolest part? Which skills did you develop that you have built upon today? If you have colleagues who have gone through your company’s internship program, ask them what they liked and what could be improved.

2. Borrow from a PR 101 syllabus. For many interns, you will have to start with the basics, including how to build a media list, how to differentiate the social media platforms, improving writing skills and learning AP style.